Programme of Study Catalogue

Objectives:

On successful completion of the module, students will be able to:
Use academic informing frameworks and the latest research to analyse critically and map the complex, dynamic and increasingly global nature of the marketing environment for international marketing research and management assignments
Demonstrate knowledge of the IM field as an academic discipline, through wider academic reading, and a critical appraisal of differences in marketing theories methods and assumptions
Demonstrate self-direction and originality in analysing and solving selected international marketing problems by applying their insight into strategic and operational decision-making
Systematically and creatively assess international market opportunities and formulate international marketing mix
Demonstrate a set of analytical skills and presentation skills for debating central issues in international marketing in a group-context

Content:

The module focuses on strategic aspects of marketing in international business. Extending beyond issues of domestic marketing activities, it aims to develop strategic thinking in an international marketing context. Students are expected to develop a critical appreciation of international marketing as an academic subject. Tools and key methods are examined for solving international marketing problems.
The Scope and Challenge of International Marketing
The Environments of International Marketing
Cultural Dynamics in International Marketing
Business Practices and Ethics in International Markets
Local, Regional and Global Integration
Multinational Market Regions and EU
Entry Strategies into International Markets
International Pricing & Promotion
Product/brand decisions in international marketing
Distribution strategies in international business/marketing

Learning and Teaching Information:

The module uses active learning workshops focusing on practical work-related issues. Students receive a learning package prior to the workshop to facilitate active participation. The management workshops give students practice in professional skills.

Lectures/workshops (online)
Hours: 30
Intended Group size: 25

Guided independent studies
Hours: 160

Tutorials/consultation
Hours: 10
Intended Group size: 25

Further details relating to assessment
The group project concerns the critical analysis of the important marketing problems faced by business organisations in international markets and methods of resolving them. The case study based assignment concerns the assessment of international market opportunities and the elaboration of an international marketing mix strategy for a selected market.
The combination of a group project and assignment allows students to apply both the teamwork, self-management, communication etc. skills they develop during the module as well as the direct assessment of these skills and the individual knowledge that students are expected to acquire throughout the module.

Do all individual components need to be passed to pass the module overall? Yes
Is this module exempt from condonement of marginal failure? Yes

Other relevant matters
All modules and on-line support features are available to all students following registration for their chosen programme of study.

Assessment:

001 Group project during the workshops 30%
002 Assignment 3000 words end of module 70%

Fact File

Module Coordinator - PRS_CODE=
Level - 7
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - S2